How to Setup Your Email Program.
Previous Read: Email Marketing Strategies.
Now that you know why email marketing is so effective, and you understand what makes it essential for your ecommerce business, it’s time to go in-depth about setting up your email program.
The good news is that it’s not as complicated as you think. In just five steps, you can begin sending effective emails to your online shop customers. Let’s find out below.
1. Start grabbing emails.
You can’t send emails without first developing an email list.
One of the best ways to do this is to add a signup form and popup form to your website. There are different ways to do this and different pros and cons to both, but in either case, the more comprehensive your list, the more potential and current customers you’ll reach with your marketing and promotional materials.
2. Segment your lists.
Once you have your list, you need to break it down into various segments depending on your marketing goals.
For example, you’ll want an email segment for:
- New subscribers
- Highly engaged subscribers
- Returning customers
- Abandoned carts
- Customer interests
- Demographics such as age, gender, and location
- Lead magnets such as eBook downloads, webinars, free samples, etc.
3. Design your email.
No one wants to read a poorly designed email. It immediately goes into the trash bin.
Instead, using one of the email marketing integrations — which we’ll cover later — design a creative and attractive email using one of their templates.
Or if you have experience with HTML, code your own.
A few key design features to keep in mind:
- An enticing subject line
- A personalized greeting
- A brief but helpful description
- Gorgeous visuals
- Compelling calls to action (CTAs)
4. A/B test.
In most cases, you won’t succeed in your email marketing on the first go-around. Like most things, it will take some practice and A/B testing.
A lot of email marketing software offers the ability to test which emails are most successful based on design, subject lines, segments, time sent, and more. The key is to A/B test one feature at a time before moving on to the next to ensure you are correctly understanding the impact from each variable.
5. Review results.
Once you’ve completed your A/B testing and you feel like you have the most optimized email marketing campaign possible, it’s time to review the results.
Take a look at things like your Click-Through Rate (CTR), Open Rate, Links Opened, Conversions, and more to see what you need to improve for next time.
Next Series: How to Build Your Email List.
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